Home Party Sales On The Rise

(CBS)  Home party sales have more than doubled since 1990. The foot soldiers in this $27-billion industry used to be our mothers and grandmothers. Today, a new generation of salespeople and products are on the march.

For decades, Early Show Contributor Debbye Turner reports, America was a "one party" system. Now, companies like Tomboy Tools are building on a proven sales approach.

"We do in-home workshops, which is kind of, like, a Tupperware party with tools," says company founder Susan Wilson. She figured the best place to sell home improvement items was-- well, in the home.

"What we've found is that it's a comfortable setting. They can relax. They can learn something, and it's out of the ordinary from the typical in-home parties," she says.

A trainer can teach a group, for example, about what to look for when constantly hearing running water.

"Women write us and they tell us their stories and their frustrations with maintaining homes and they are so thrilled to find other women who are facing the same challenges and that we can work together to solve problems," says Wilson.

Twelve million Americans participate in home parties each year. Almost 75 percent of the sellers are women, peddling everything from candles to the old standby - cosmetics.

Turner was invited to Corey Olebaum's first make-up party.

"I've loved mascara and beauty and makeup my entire life and I like an intimate gathering of friends and fun and family in a more social environment to talk about beauty and makeup," says Olebaum, whose party was held at Violet Dress Store, owned by friend Alisha Weiner.

Having the party at the store benefits Weiner as well..

"…to get more people I wouldn't ordinarily have here to see my dresses and co-host a party with Corey so you can sell two products that are related," says Wiener.

Also touting the party line - budding entrepreneurs Stephanie Brooks and Jessie Weissman, founders of Crysalis Designs.

"It's a great way for us to get friends together and look at our jewelry, to buy our jewelry," says Weissman.

Showcasing their custom jewelry for friends fits their business plan: have fun and make money. A few full-timers in the industry earn salaries and bonuses in six figures.

"As it's growing, we're going to step it up and hopefully it will get even hotter," says Brooks.

It's the winning formula of food and fellowship that companies like Tomboy Tools bank on to open customers' minds and pocketbooks.

Although Tupperware was forced to offer its products in stores last year because of a drop in sales, companies like Tomboy Tools have no plans to go retail. In fact, the post Sept. 11 trend of planning activities with family and friends has only helped fuel the growth of home parties.